The Problem
Phia’s browser extension is performing well with the extension CTA driving a 90% click-through rate, however, only about 50% of users complete the installation.
UX Analysis
Notifications first, value never.
Users are asked for a system permission before they've seen a single feature or felt any reason to say yes.
Breaking the Flow
Biggest drop-off point: high friction, low trust. Leaving the app to enable a Safari extension feels confusing and risky. Without clear value, users disengage.
This is also specifically confusing for those that are not tech-savvy or are not Safari users.
The App Takes a Backseat
The tutorial misses the mark. By focusing on the extension first, it undermines the app’s value and leaves new users confused about what they actually downloaded.
Additionally, after finishing the tutorial you are not redirected to the app, so it breaks the flow even further, and it might cause confusion to users.
Request to Share Too Soon
Prompting users to share the app for a chance to win a Birkin bag is being asked of someone who has never used the product (for those not familiar with Phia).
Referral mechanics only work when users feel genuine enthusiasm and trust, neither of which has been earned at this stage. Instead of feeling like a bonus, it feels like a burden and an ask from a stranger.
Usability Critique
What the experience feels like right now
Hire me to find out even more outside of the on-boarding flow 😉
Competitive Analysis
What we can learn, and where the gap is
No app has fully cracked the iOS Safari extension problem. That's not a dead end, it's the opportunity.
Shop by Shopify
Shopping app · 100M+ downloads
Value is shown within the first 30 seconds, before any ask.
The app is a destination, not a vehicle to install something else.
Permissions come after the user is already hooked.
Lessons for Phia
Show what Phia catches before asking users to do anything
Paypal Honey
Coupon extension · 17M+ users at peak
Every extension step was framed around savings, never the technical action required.
Made a browser extension feel effortless and automatic, users felt it working for them instantly.
Grew to 17M users largely through onboarding that felt like a gift, not a chore.
Lessons for Phia
Frame every step around what the user gains, not what the product needs.
Strategic Thesis
"No shopping app has nailed the Safari extension install on mobile. Phia can be the first."
The Safari constraint is a platform limitation, but how you frame, sequence, and motivate users through it is entirely a design decision.
Sketch to FigJam
Crafting the In-Depth Flow
Finished Result
This prototype has limited functionality, but feel free to log-in as a user, or sign-up as a new Phia user. :)